Melissa Proctor, The Atlanta Hawks

“The Atlanta Hawks created a brand promise — to entertain and unite the city of Atlanta through basketball.”

Presentation title:

Building Brands That Last

About the video:

Melissa Proctor, CMO of the Atlanta Hawks, discusses how sports are changing to embrace digital and social. “We are not just a sports brand. We’re an entertainment brand,” she says.

About the speaker:

Melissa McGhie Proctor was named Chief Marketing Officer of the Atlanta Hawks & Philips Arena in March 2016. As CMO, Proctor oversees the day-to-day operations of the club’s marketing teams, including Marketing Integrations & Operations, Digital & Content Marketing, and Advertising, Promotions & Direct Response. Proctor joined the organization in June 2014, when she was named Vice President of Brand Strategy. Previously, Proctor was with the Turner Broadcasting System, Inc., where she worked in brand development and strategy positions for Turner Entertainment Networks (including TNT, TBS, Turner Classic Movies (TCM), truTV and Peachtree TV), Cartoon Network and Turner Media Group.